Asahi Seek What Is Unique Experience

Magic Number was tasked with bringing the global ‘Seek What Is Unique’ platform to life through an unexpected and unmistakably London experience. The brief was to create a distinctive location, a complete consumer journey and a memorable consumption occasion that would drive ASD trial. We responded by developing an entirely original immersive experience that transformed Soho into the streets of Tokyo. Spanning four venues, including Outernet, the experience combined theatrical storytelling, immersive performers and a series of unexpected encounters. Guests were guided through the journey from start to finish before arriving at the final destination: an exclusive underground Lab54 afterparty. The event attracted more than 1,300 attendees, with 295 completing the full immersive trail. More than 2,000 drinks were sold at the afterparty, while independent audience tracking gave the experience an outstanding overall rating of 93.5%.

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